Burton vs Macpac:Which is more popular?
In September 2026, Macpac had more branded searches than Burton among snow pants brands in New Zealand. Macpac had about 40,500 branded searches, while Burton had 1,460. Macpac made up 49.9% of all snow pants brand searches we track, and Burton accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about snow pants brands, Burton and Macpac each appeared in three of the five answers. Burton was mentioned before Macpac in every answer that named either.
Who do people search for more?
Macpac, about 28 searches for every 1 for Burton
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Burton, named ahead of Macpac in 3 of 3 answers
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Top snow pants brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Burton and Macpac were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Burton was listed before Macpac in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Patagonia1st- Burton2nd
The North Face3rd
Helly Hansen4th
Arc'teryx5th- Macpac6th
Volcom–
Roxy–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Patagonia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Macpac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The North Face3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Burton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Helly Hansen3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Arc'teryx2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Roxy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Volcom0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about snow pants brands
5 answers
Asked ChatGPT
“Which snow pants brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best snow pants brands in New Zealand?”
Asked ChatGPT
“What's the best snow pants brand in New Zealand for cold wet conditions?”
Searched Google, AI Overview
“ski pants nz”
Searched Google, AI Overview
“waterproof ski pants”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Burton or Macpac more popular in search?
This chart shows how often people search Google for Burton and Macpac by name. Each line represents a brand's share of searches for all eight snow pants brands we track, month by month, from searches in New Zealand.
Share of searches by month for Macpac, Burton. The figures are in the table below the chart.
View monthly share of searches table
| Month | Macpac | Arc'teryx | Patagonia | The North Face | Volcom | Burton | Helly Hansen | Roxy |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 59.6% | 13.1% | 17.8% | 5.5% | 1.7% | 0.76% | 1.6% | 0.01% |
| Nov 2025 | 60.4% | 12.7% | 18.1% | 5.2% | 1.5% | 0.53% | 1.6% | <0.01% |
| Dec 2025 | 64.3% | 11.4% | 15.7% | 4.7% | 1.4% | 0.44% | 2.1% | <0.01% |
| Jan 2026 | 56.8% | 12.2% | 20.8% | 6.3% | 1.4% | 0.56% | 1.8% | 0.02% |
| Feb 2026 | 57.3% | 12.1% | 20.9% | 5.4% | 1.4% | 1.4% | 1.5% | 0.01% |
| Mar 2026 | 61.2% | 11.3% | 18.3% | 5.7% | 1.5% | 0.67% | 1.3% | 0.01% |
| Apr 2026 | 56.5% | 12.8% | 20.7% | 6.3% | 1.5% | 0.67% | 1.5% | <0.01% |
| May 2026 | 58.5% | 12.6% | 17.5% | 7.1% | 1.7% | 0.9% | 1.5% | 0.02% |
| Jun 2026 | 60% | 13.6% | 14.7% | 7.9% | 1.5% | 1.1% | 1.3% | 0.03% |
| Jul 2026 | 54.1% | 15.9% | 16.2% | 8.2% | 1.9% | 2.3% | 1.4% | 0.08% |
| Aug 2026 | 46.3% | 18.7% | 20.8% | 8% | 1.8% | 2.5% | 1.8% | 0.04% |
| Sep 2026 | 49.9% | 19.5% | 18.2% | 7% | 2% | 1.8% | 1.6% | 0.01% |
How has the Burton and Macpac comparison changed over the last 12 months?
3 findings
- Macpac was ahead of Burton in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Burton’s share of searches among snow pants brands in New Zealand moved from 0.76% to 1.8%, and its estimated monthly branded searches moved from 630 to 1.5K.
- Across the 12 months ending September 2026, Macpac’s share of searches among snow pants brands in New Zealand moved from 59.6% to 49.9%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
How did search popularity change for New Zealand snow pants brands in September 2026?
2 changes
In September 2026, Macpac gained share of searches among snow pants brands in New Zealand, from 46.3% to 49.9%.
In September 2026, Burton lost share of searches among snow pants brands in New Zealand, from 2.5% to 1.8%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Burton’s and Macpac’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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